Why building a community is part of the new playbook for SaaS growth
The B2B SaaS marketing newsletter you need to follow to get to Unicorn status.
Dearest readers,
Welcome to Unicorn Status đŚ brought to you by Codi Marketing the fractional marketing team for B2B SaaS companies.
This week has felt hard.
We donât know if itâs the change in weather, the US election results or the fact that 2024 is nearly overâŚ
For some reason, this week has felt tougher than most.
Something that is incredibly important in times like these is:
Community.
Which is why, weâre creating something special - the BEST B2B Marketing community in the whole wide marketing world.
Coming soon. đ
Letâs dive inâŚ
Unicorn Status is a bi-weekly newsletter that covers top start-up news, whatâs trending in the world of B2B marketing and finally, a quick win that will help move the needle when it comes to your marketing.
What is New?
đ Founders, these are the OKRs you should be setting.
đđź Female marketing agency founders making an impact.
đ¤ How to future-proof your tech company.
đşđ¸ Calm are the real winners of the US election with its perfectly timed advert.
Whatâs Trending?
Why building a community will make you stand out.
Community is a huge buzzword right now, but what is it?
Community is a way of bringing people together. There are lots of different ways you can build and run a community programme. For example â events (online or in person), summits, Slack channels, forums, podcasts, blogs and guest blogs or interviews.
The options are endless.
So, why is community having a moment?
With sky high advertising cost and diminishing returns, the playbook to marketing a SaaS business has changed.Â
Gone are the days when youâd get inbound demo requests from running a few ads.Â
Buyers are savvy and many are consolidating, not expanding their tech stacks.
Only accentuating the need to stand out from the crowd.Â
One way they can do this is by building a community.Â
Most B2B companies overlook community, but itâs a powerful way to build relationships and attract future buyers.
Remember, 95% of your market isnât in buying mode. Community keeps you front of mind until they are.
This is a long term play that helps your business build trust and remain front of mind.
Even your best salesperson canât compete with a customer singing your praises!
It's not something you're going to see gains from over night. But the SaaS companies who invest in the community are winning.Â
Donât believe us, check these communities out:
â Salesforce Trailblazer Community
â HubSpotâs community
â Adobe Experience League
â Slackâs community
Oh and we're building one tooâŚ
Keep your eyes peeled as we launch a new community for B2B Marketers đ
Win at B2B marketingâŚ
How to tackle SEO đ¤
When it comes to SEO strategies for SaaS businesses less can often be more, especially at the beginning.
Start slow, get the basics right and build from there.
To help, we have a list of non-negotiables that you have to do consistently.
These are built around 3 things:
On-page SEO â content on your website
Off-page SEO â everything not on your website
Technical SEO â Optimisation of your websiteâs backend and UX
If you want more detail, read our blog here.
Letâs dig a little deeperâŚ
These are the things you should be focusing on at the beginning. They donât require a huge budget or a ton of SEO experience, but they will make a big impact:
Developing a target keyword listÂ
Having a target keyword for each of your website pagesÂ
Having optimised metadata for each website page
Producing blog content targeting a keywordÂ
Building an audience on social media with platform specific content (to increase exposure to your brand and content. Not only will this act as an additional traffic source, but it also increases your brand salience and can indirectly result in a boosted domain authority through acquired backlinks)Â Â
Ensure your site has a valid SSL certificate (URL starts https instead of just http)Â
Make sure your sitemap is uploaded to Google Search ConsoleÂ
When building or revamping your website, make sure your site hierarchy is logicalÂ
Improving your site speedÂ
If you want to learn more, like how to go about keyword research, read our blog.
We help SaaS companies with their SEO and content creation. Donât have the time to spend on it? Let us do it for youâŚ
Codi win of the weekâŚ
Introducing Eva đ
Everyone, welcome Eva, our Graphic Designer.
Eva joined the team in August and has been busy working on new projects and website overhauls ever since.
Her expertise in Graphic Design for SaaS companies is unmatched. Before joining Codi, Eva worked at a number of different marketing agencies, so she is used to the fast-paced style of SaaS.
Here are some VERY fun facts about EvaâŚ
đ Sheâs lived in 6 different countries
đ She never buys anything new
âťď¸Â So, 90% of what Eva owns is second-hand
đŞÂ Eva rates the best chocolate chip cookies in London
We are so happy to have Eva on the team and to see her incredibly designs come to life.
P.S. Our team is growing! We are on the hunt for a ambitious Marketing Coordinator. If you know anyone, tell them to apply.
We help companies with marketing planning and analysis.
Itâs that time of year again, businesses are working on their 2025 marketing plans, budget and allocating resources. At Codi we work with CEOs, Sales and Finance leaders to craft marketing plans that make commercial sense, built on legitimate data. If you need help with your G2M we can help.Â
We worked with Codi to help us get clear on our G2M and to kick off our marketing efforts, providing a solid foundation for future growth.
CEO at Amplyfi
Thatâs all for this week, see you next time!
Team Codi x